Levi’s UK is raising the possibility that your next pair of jeans could be a form of protest vote. The company has voiced concern that anti-American sentiment, which it connects to the Trump administration’s policies, might lead British shoppers to deliberately choose European brands as a political statement.
This unusual warning for a fashion brand was included in its latest UK financial filing. The document, which also detailed a strong performance with sales up 8.8%, highlighted the risk of a consumer shift driven by political disagreement, a new challenge for global brands.
There is growing evidence of this trend. Sales for the US electric car manufacturer Tesla fell by more than 50% in the UK in July. In Canada, consumer boycotts of American goods have become more organized, with shoppers using apps to check the national origin of products before buying.
The root of this sentiment is the global trade friction created by President Trump’s tariff policies. The legality of these policies is now under serious scrutiny in the US, following a federal appeals court ruling against them. The final outcome of this legal battle will have major implications for international commerce.